We always hear from newspapers that while people understand the environmental challenge, they are unwilling to stomach the solutions. The trouble is, we only ever hear about the solutions from the media, and for whatever reason, they are almost always caricatured beyond recognition. If there's no appetite for green, it's not surprising.

If you tell people, 'that old banger of yours, we're going to tax the hell out of it,' they'll rightly tell you to get lost. But if you tell people that when they next buy a car, the tax will be adjusted so that the cleanest ones will cost less and the polluting ones will cost more, most people would say 'fair enough.'

Green policy is about triggering a shift to a cleaner way of doing things. To be effective, it needs to incentivise the right behaviour, for example through tax breaks, and that needs to be paid for by disincentives on polluting behaviour.

Zac Goldsmith Quotes